Google's Ad Exchange supports diverse ad buyer business models by providing multiple ways to access and buy impressions. Users can set up and manage campaigns, automate actions, bid for inventory in real time and automate real time bidding. The Ad Exchange Seller REST API allows developers to get reports on Ad Exchange earnings and manage Ad Exchange inventory. With the API users can retrieve existing ad clients, ad units, URL channels, and custom channels and obtain reports and their account's performance. The API uses RESTful calls and responses are formatted in JSON.